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With online surveys rapidly becoming a popular research method, it is more important than ever to ensure each element of their design is up to scratch, from finding the right respondents to writing good questions. By taking the time to optimise each design element, you can expect better responses and more meaningful insights. This article explores our 5 best practices for online survey design to consider for your next study.
Less is more when it comes to survey questions. This allows respondents to focus properly on the survey and lowers the chance of fatigue, which lessens result quality. We recommended writing between 10 to 14 questions with a maximum survey length of 15 minutes. Consider creating several short surveys to get quick feedback on a variety of research topics with optimal results.
Respondents need to properly understand what you are asking to provide the most accurate answers. Keep questions to the point and ensure that options cover all possible responses. If your survey will be available in several languages, check that translations are correct and retain the meaning of the original language. Well-written survey questions will help improve response rates and increase response quality.
Including a range of different questions keeps respondents interested and engaged with your survey, which increases completion rates. Multiple choice, rating scales, and click-to-answer options makes it easier for respondents to identify the appropriate answer and shortens survey length. Whilst open-ended questions are an ideal way to gather detailed feedback, they should be kept to a minimum to avoid respondent fatigue.
Using online panels is the most effective way of finding appropriate respondents for your surveys and eliminates the need to include pre-screening questions, which can feel repetitive and off-putting for potential respondents.
With most online surveys being completed on mobile phones, you must ensure your survey flow operates efficiently on both desktop and mobile. You can keep up-to-date on any mobile issues which require tweaking by regularly testing survey loading times, mobile display, and ease of use. Choosing a survey platform that offers a mobile-friendly interface increases user experience, improves response rates, which ultimately draws better quality results.
Claims testing is a research methodology that allows you to identify the most convincing claims for your brand or product category through a variety. Learn about types of claims and the ways to test them in this introduction to claims research. View article
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